social media tracking
To prove that social media works, marketers use social media tracking tools to interpret and monitor interactions. But what happens if your social media user jumps from online to offline? What if they call you?
Do you have the technology and systems to capture this digital transition? Or are the two consumer touchpoints independent and unconnected?
The surprising thing about the increasing amount of digital touchpoints is that they are influencing people to call more often. Many companies thought the large migration to online would kill the phone call. However, the opposite is true. Phone calls are on the rise.
The percentage of Americans that own and use a smartphone is 68.9%. People use this on-the-go and always device for apps, searches, and online communication. And also, people use smartphones to make phone calls — billions of phone calls.
BIA/Kelsey estimates that smartphones will generate 73 billion inbound calls a year in 2018. That is an incredible 42% annual compound growth rate.
Social media dominants mobile apps, as the chart below, illustrates.
Since consumers are spending most of their mobile time on social media apps, the likelihood that they will call is also high. After all, they interact with social media on the same device they can click to call you.
Convirza captures both digital and offline activities of a prospect through call tracking. This technology helps you track a customer from the very first moment the visitor views your ad on a social media platform to the final moment they call. You know what keywords influenced the phone call and which ad placements or social media platform drove the call.
Also, Convirza’s Conversation Analytics® services provide in-depth call metrics and insights. You get a complete insight of the steps a customer took throughout the buying process.
For example, let’s take a look at a typical customer journey.
A social media user comes across your ad during a social media campaign.
Step 2 in social media tracking – Lead
The ad is impressive, and the user decides to click on the link and view your landing page. This step launches call tracking into action. Convirza starts tracking the social media user as a lead.
Step 3 in social media tracking – Browsing
Now, the lead might just view the landing page and return to the ad. OR…
If your website’s landing page is engaging enough, the person might browse your company or product site for further information.
The lead might visit your Facebook page, your LinkedIn profile, your Twitter handles, or any other social network.
The lead might search for you on Google the next day and leave without filling a form or giving you a call.
The lead might again return the next day and directly visit your website or search for reviews of your product on other search engines like Bing. The person might call you the same day, inquire about the product but again not make a purchase. This offline activity is not connected unless you use call tracking. Convirza tracks online customer journeys all the way through analyzing the 45 key indicators on phone conversations.
The lead might call a week later. Convirza reports every conversion and even alerts you if a consumer did not convert during a phone call. Call tracking attributes the customer conversion to the original social media campaign and the exact ad. As a marketer, you know which ads works and which platforms are the most likely to convert. Advertising dollars are spent wisely and most productively.
What if this jump from digital to offline is not tracked?
The consequences of not attributing and tracking the complete customer journey are unreliable data and flaw decision-making abilities. Businesses never realize the missing link. So marketing plans are formulated using false and incomplete data.
It’s tricky to forecast what people will do and how they will interact with your web presence. Visitors browse for you anywhere and everywhere. Hence, tracking the customer pathway is an important marketing consideration.
Analyzing the customer path helps companies learn about what the best touchpoints are for a particular campaign and determine marketing ROI. Tracking the complete customer interaction with call tracking provides valuable information, such as:
Convirza tracks your customer purchase journey and provides detailed reports for each campaign. You get the call tracking metrics to assess the success or failure of your social media marketing ideas.
You can customize data collection with dynamic number insertion or DNI, a call tracking feature that collects data on a visitor level or a session-based level. You can track every visitor by providing a unique tracking number to individual visitors. Or, you can check what happens within a session. It’s your choice.
The strategies developed based on the call tracking reports and statistics help marketers monetize their social media networks. Convirza gives you the insights needed to create a winning strategy. So, to invest your social media marketing budget in the right way, contact Convirza today.